{"id":31594,"date":"2020-03-06T14:06:12","date_gmt":"2020-03-06T13:06:12","guid":{"rendered":"https:\/\/brandsmith.es\/los-retos-de-globalizar-la-marca\/"},"modified":"2020-03-06T14:18:13","modified_gmt":"2020-03-06T13:18:13","slug":"the-challenges-of-globalizing-the-brand","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/the-challenges-of-globalizing-the-brand\/","title":{"rendered":"The challenges of globalizing the brand"},"content":{"rendered":"\n

Whiplash Team, March 6th<\/sup>, 2020<\/strong><\/h2>\n\n\n\n

The challenges of globalizing the brand<\/strong><\/h3>\n\n\n\n

As global markets shrink to the size of our Internet browser, worldwide brand positioning strategies become more complex. Localization and transcreation involve not only translating, but also adapting messages and creating specific campaigns for local markets in a way that suits the cultural and language characteristics of each place.<\/h4>\n\n\n\n

Thanks to\nthe Internet, the world is getting smaller every day. However, the cultural characteristics\nand peculiarities of each country or region remain. Therefore, the introduction\nof a brand in a new market implies understanding what is suitable and what is\nnot.<\/p>\n\n\n\n

Building a\nbrand that works globally requires deep respect for cultural differences, as\nwell as knowing that every market needs its own strategy. Understanding and\ncorrectly implementing terms such as localization and transcreation is\nessential if we want our brand to achieve its objectives in different markets.<\/p>\n\n\n\n

In this\ncontext, translation is very important. It is not simply about changing words\nfrom one language to another. What we are talking about is whether the message,\nthe brand or the product name, works in the same way in the market that we\nintend to conquer as in the original market. To do so it is necessary to rely\non professional advice and guidance on the cultural and language differences of\neach market.<\/p>\n\n\n\n

For\nexample, a product that has a name that works well in English does not always\ndo so in Spanish. Mitsubishi, to name a case, launched its Pajero model\nglobally in the 1990s, although in Spain and Latin America the company had to\nchange the model\u2019s name to Mitsubishi Montero, due to the meaning the word\nPajero has in Spanish slang.<\/p>\n\n\n\n

There has\nalso been the case of a name in Spanish that does not translate well into other\nlanguages, such as the Seat M\u00e1laga. In Greece, that car model was marketed as\nSeat Gredos because Malaga sounds like malaka \/ Malakia, which in Greek has a\nsimilar meaning to that of Pajero in Spanish slang.<\/p>\n\n\n\n

The\nautomobile world is full of similar cases, such as that of the Toyota MR2,\nwhich in France had to remove the number 2 from the name because phonetically,\nwhen pronouncing the acronym, it sounded like \u201cmierdeux\u201d. The Nissan Moco (snot,\nin Spanish) never got to be commercialized, but it is not difficult to imagine how\nhilarious it would have been in the Spanish-speaking markets, with the\nconsequent sales results.<\/p>\n\n\n\n

These are\njust some cases of how the creation of a name, or a global campaign can be\nadverse if the idiomatic, cultural and idiosyncratic variables unique to each\nmarket are not considered. Localization implies adapting messages and campaigns\nto local markets in a way that does not misrepresent or lose meaning in\ntranslation.<\/p>\n\n\n\n

Transcreation\ngoes further. It implies that everything can change to adapt to the specific\nmarket we want to address. From corporate colours to name, tagline or brand\nlogo. It implies a total openness to change which, in most cases it is not easy.\nEspecially when you have worked hard to create and position a specific brand.<\/p>\n\n\n\n

Sometimes, with\ntranscreation we have the same feeling as if we were creating the brand again\nfrom scratch, although the difference is that the objectives of the advertising\ncampaign or marketing strategy have already been defined and applied in the\noriginal market and the idea is to create in the new audience the same feeling\nas in that of the market of origin.<\/p>\n\n\n\n

In any\ncase, if there are substantial cultural differences between the market of\norigin and the new place where we want to position our brand it is very\npossible that transcreation is the answer. Especially if the name of the brand\nor product has a rude meaning in the host language, or if our logo can be\nmisinterpreted in the country or market where we want to enter.<\/p>\n\n\n\n

The 2012\nLondon Olympics logo is a good example. Iran was about to withdraw from the Olympic\nGames claiming that the logo was read as ZION, while other countries pointed\nout that it looked like a deconstructed swastika.<\/p>\n\n\n\n

The most important thing in all cases is that the values \u200b\u200band purpose of our brand exude positivity and are correct in the new market. For this, we must go through translation, localization and transcreation processes with enthusiasm and openness, embracing new proposals that truly connect with the audience we are addressing, without losing the essence of our brand.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, March 6th, 2020 The challenges of globalizing the brand As global markets shrink to the size of our Internet browser, worldwide brand positioning strategies become more complex. Localization and transcreation involve not only translating, but also adapting messages and creating specific campaigns for…<\/p>\n","protected":false},"author":2,"featured_media":31592,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nBrandsmith - The challenges of globalizing the brand<\/title>\n<meta name=\"description\" content=\"Brandsmith The challenges of globalizing the brand\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - The challenges of globalizing the brand\" \/>\n<meta property=\"og:description\" content=\"Brandsmith The challenges of globalizing the brand\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/the-challenges-of-globalizing-the-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-06T13:06:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-06T13:18:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/03\/whiplash-n\u00ba141.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/the-challenges-of-globalizing-the-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/the-challenges-of-globalizing-the-brand\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"The challenges of globalizing the brand\",\"datePublished\":\"2020-03-06T13:06:12+00:00\",\"dateModified\":\"2020-03-06T13:18:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/the-challenges-of-globalizing-the-brand\/\"},\"wordCount\":751,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/the-challenges-of-globalizing-the-brand\/\",\"url\":\"https:\/\/brandsmith.es\/en\/the-challenges-of-globalizing-the-brand\/\",\"name\":\"Brandsmith - 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